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A Semiotic Assessment of seasonal packaging

3.
What is Semiotics?
Semiotics: the analysis of symbols and
what they stand for
A symbol stands for
something beyond its
immediate meaning
– a shell is more than a
mollusc’s vacated
habitat – it represents
holidays, warmth, faraw
ay places….
Semiotics is complementary to qualitative / quantitative feedback from
consumers – an “expert” view of the interpretation of the signs and
symbols used in marketing activities

4.
We all use semiotics everyday
To speed up communications
To project an image to others
To help navigate choice

5.
Why Semiotics is important for
packaging success
► Semiotics provokes discussion and provides
practical learnings on the communications
symbols, materials, textures, colours, sensory
perceptions and design elements in a specific category
► This category knowledge gives designers a vital edge in
an environment where visual communication
creates the crucial first impression with the
consumer and accounts for over 80% of
communications intake

6.
Semiotics – Residual, Dominant and
Emergent codes
When analysing a market sector using
semiotics, themes become evident:
► Residual: long-established, from the past, less
used today (sometimes revisited by brands
looking to re-inject basic category values)
► Dominant: the most common codes
used by leading brands
► Emergent: new codes being used by a
few brands

7.
Semiotics – typical feedback
from clients
Semiotics added a deeper
layer of insight to our
understanding of the category
I can now explain more
clearly the reasons behind
our design ideas
Using semiotics at an
early stage saved us a lot
of time in the later stages
of the project
I learnt more about the
fundamental design elements
for our brand in the last two
hours than I have working on
it for the last two years!
I now ask more questions
about the significance of
the elements included in
our brand designs

16.
Special insider messages for giftee (1)
Emergent
► Insider Comms
to combat
commoditisation
of the gift pack:
something
special inside
that gives giftee
closer brand
engagement
Aesop gift tins
are themed on
the Italian
Futurist Art
movement; a
brochure about
the products
and art
movement
folds in various
configurations
to protect each
product